Craik Jones Digital won the business after an extensive 10-way pitch as the Paramount Comedy channel shopped around for ideas for on-air content and idents.
The site will be called Glue, and essentially provides a mechanism for budding comedy creators to upload their own humorous content in the form of digital photos, Flash movies, sound files, video clips and even PowerPoint presentations.
Once approved, content can then be viewed on the site with the funniest aired between shows on Paramount "glueing" the programming together.
Nick Corston, director of digital at Craik Jones, said: "Budget was pretty tight and we offered Paramount two choices. Blow it on a bunch of idents with limited shelf life or invest it in an automated website and exploit the democratisation of media enabled by the desktop and mobile digital production technology that we all have access to."
As well as tapping into the station's comedy values, the Glue website helps to extend the Paramount brand by integrating on-air and online activity.
Elaine Martel, interactive media manager at Paramount Comedy, said: "Many of the UK's famous comedians like Sacha Baron Cohen ('Ali G'), Leigh Francis ('Bo Selecta') and Dom Joly started out with us here at Paramount, as well as creative talent like Edgar Wright (director of 'Spaced'). Who knows... we might find the first digital funny man."
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